"We are in this window of time - maybe 6 months to a year max, and things are going to expedite very quickly. If you're not getting on the train now, you'll be so far behind."
This warning was shared during SellMeThisPen podcast by an AI Performance & Strategy Executive - Jonathan Kvarfordt (Coach K). It captures the urgency of adapting to AI in go-to-market strategies.
In this article, we will explore how AI is reshaping GTM processes, what changes are coming for both sales teams and buyers, and what you need to do to stay ahead of this transformation.
The sales landscape is undergoing a dramatic transformation. To understand where we're heading, let's look at how sales workflows have evolved and where they're going:
In the past, every aspect of sales relied entirely on human effort:
We're currently in a phase where AI provides fundamental support:
The next phase might see AI taking a more prominent role:
Coach K presents a fascinating vision of how AI will transform the sales process:
"Think about all the things that a salesperson does: research, qualification, negotiation, documentation. Now imagine having an agent for each one and all those agents talking to each other about a deal."
But this transformation extends beyond just sales. The impact will be felt across:
Imagine a scenario where specialized AI agents handle different aspects of these departments, all communicating with each other and coordinating through a central organizational agent. This interconnected system promises to streamline operations and create unprecedented efficiency in GTM processes.
Despite the rise of AI automation, Coach K noticed an interesting twist: "Because of so much AI and automation, I see this massive swing going back to in-person events."
This unexpected twist stems from a fundamental truth about business: as long as a human holds the budget dollars, it's going to require a human to unlock it.
This insight highlights an important balance in the future of sales:
The impact of AI extends beyond sales teams to fundamentally change how buyers make decisions. The future buyer's journey will be:
AI technology will:
Buyers will benefit from:
AI will help buyers by:
With such dramatic changes on the horizon, how should sales professionals and GTM teams prepare? Coach K offers practical advice:
The transformation of GTM through AI is not just coming – it's already here. The window of opportunity to adapt and gain a competitive advantage is narrow, perhaps just 6-12 months. Success in this new era will depend on finding the right balance between AI automation and human interaction, while staying focused on what truly moves the needle in your role.
The future of GTM will be shaped by those who can effectively leverage AI while maintaining the human elements that build trust and close deals. The time to start preparing for this future is now.
In this episode of SellMeThisPen Podcast, Michael and Jonathan dive deep into the future of GTM in the AI era. They explore how AI is reshaping sales processes, discuss the importance of maintaining human connections, and share practical advice for adapting to these changes.
Jonathan Kvarfordt (Coach K) is a GTM & AI Performance & Strategy Executive and Board AI Advisor. As the founder of GTM AI Academy, he has reviewed over 200 AI tools and helps organizations navigate the intersection of AI and go-to-market strategies. His extensive experience makes him uniquely qualified to predict and prepare for the future of GTM in the AI era.
